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There’s a tendency to believe that the experts know your industry more than you do.

With them writing white papers and holding webinars and being asked to speak at all the popular trade shows in your industry, it's easy to assume that they are the ones who know what is going on.

They must be an expert, right? Maybe not.

If you look closely, you might see that the “experts” are really good at changing the conversation. That’s what made them an expert in the first place. That’s the reason people listen to them.

They change the old conversation into a new one that benefits the expert. That new conversation makes them important.

Here’s what they do: They listen to the industry, dissect what is being really being said, and then reframe the entire dialogue to push people in a different direction, which is good news for you.

Because the exact same strategy that enabled the expert to become so important is also their biggest weakness. In fighting for a new conversation, most experts become inflexible. Since they’ve fought so hard for a position, it’s not easy for them to change what enabled them to be important in the first place, which creates an opportunity for you.

It allows you to reinvent the conversation.

Think about it.

You know your company better than the expert does.

You know your competition better than the expert does.

You know your limitations better than the expert does.

You know your capabilities better than the expert does.

There’s easily a handful of business areas that you know significantly better than the expert in your industry, so use that specific knowledge to change the conversation.

Start by believing in yourself.

You can’t just go through the motions and expect to get amazing results. You have to believe that you’re creative and resourceful enough to figure out a new way of thinking. That takes confidence and discipline, which are already present underneath all your fear, doubt and pain.

You just need to believe in you. And then start changing the conversation.